you have consumers, and you have michael bloomberg who said we're not going to go directly at the nra necessarily. we're going to hit the soft spots. retailers who are sensitive to public opinion, sensitive to potential boycotts. cities are a huge consumer of the gun product, so if cities say, you know what, to the gun manufacturers, well, we are going to use our buying power to make you curb to our wishes, that is a lot more powerful than simply saying we want more gun control. >> ben, before you got here, while you were being -- while you were strip-searched in a busy hallway, we talked about the fact that 45% of gun owners favor gun safety reform. i mean, that -- it's one thing to say the public, right, but the fact that there are contich went -- the nra has constituents that want to see sort of tighter control on, let's say, semi-automatic assault weapons, would seem to suggest that they, too, could come out and maybe use their power to change things. >> i think that's what nobody has quite figured out is how to make them care as much about the regulations as the other 55% care ab